Burberry transforms customer experiences through digital innovation

By November 2020, more than 138,000 visitors experienced Burberry’s brand-new social retail store, according to numbers from the brand’s Mini-Program. Image credit: Burberry is driving development through inspired

client journeys, bridging the gap in between digital channels and shops by leveraging digital innovation.< img src=” https://pubads.g.doubleclick.net/gampad/ad?iu=/60923973/mid-article-micro-bar&sz=234×60&c=85099116&tile=1 “width > During the National Retail Federation’s Big Show digital conference on Jan. 14, vice president of digital innovation at Burberry Rajeev Aikkara shared insight into the brand’s efforts to redefine consumer experiences and enable cloud-based company dexterity. In discussion with global retail lead at Amazon Web Services Tom Litchford, they went over different methods brand names can take advantage of digital structures for effective organizations.

“One thing is for sure and that is you can not forecast the future,” stated Mr. Aikkara. “There is definitely no way of understanding where things will go, so the number one priority is to construct a digital structure and culture that is active and agile in nature.

“This is done by maintaining a drive for regularly creating raised experiences for your customers, as well as by offering your coworkers with the right tools.”

Pioneering the digital area
In collaboration with the National Chamber of Italian Fashion, Altagamma acknowledged Burberry for remarkable digital offerings throughout 2020.

The brand was granted for standing out for the most extensive existence on ecommerce platforms, both directly and by online retailers and luxury online department stores. In addition, it broadened its online range and social networks existence, and offered the most substantial material localization online and through email marketing (see story).

“When Instagram released its commerce feature, they selected us as a launch partner due to the fact that we were one of the few sellers who were able to switch over so quickly,” Mr. Aikkara stated. “We had already built these APIs to enable uncomplicated combination in a matter of weeks, instead of months or years.

“When we look at the services we’ve introduced and how our clients engage with them– whether they are through our website or ecommerce partnerships– engagement rates have been exceptionally motivating,”

Burberry stood out in 2020 as a criteria for ecommerce. Image credit: Burberry Particularly with the start of the international health crisis, brands have had to rapidly plan innovative methods to preserve engagement from consumers through using innovation and digital innovation.

“The industry is going through profound changes,” Mr. Aikkara stated. “We’re residing in this age of customer technology development moving at such a speed that is unmatched in many methods.”

During the summer season of 2020, Burberry promoted its Summer Monogram collection with several digital efforts from computer game to collaborations with artists, reflecting an edgy method to connect with young audiences (see story).

“There are a variety of patterns emerging from evolving innovation, all of which are bringing brand-new opportunities and obstacles,” Mr. Aikkara said. “First, expectations of consumers are changing all the time and the bar is getting higher and higher for tailored experiences.

“Second, as innovation changes, it also allows practically every element of organization processes to be enhanced,” he said. “And 3rd, regulatory policies all over the world are catching up with technological improvements.”

In February 2020, Burberry debuted an augmented reality shopping tool through Google Search technology to allow consumers to imagine the British fashion label’s products around them.

“Burberry has been a leader in the digital space, so even prior to the pandemic, we were currently positioned to more accelerate that journey for consumers utilizing digital channels,” Mr. Aikkara said.The AR tool allowed consumers to experience Burberry items embedded in the environment around them, helping their item discovery and shopping process online and through mobile phones(see story). Scanning QR code on Burberry’s classic raincoat in the Shenzhen, China social retail store. Image courtesy of Burberry Towards the end of his discussion with Mr. Litchford, Mr. Aikkara touched

on what the future of technology may hold for Burberry.”One thing we are looking towards, in specific, is storytelling,”he stated.”I think technologies like VR, AR, gaming are all going to open new possibilities for storytelling.” Additionally, we are aiming to change the consumer experience by concentrating on linking our physical and digital channels– this will be a huge change in regards to how we utilize innovation.”Innovation and duty settle In spite of the obstacles induced by the pandemic,Burberry made great tactical development in 2020. In its
HY 2020/2021 interim report, Burberry had a strong action to product with significant increase in the weight

of full-price channels year-over-year, revealed growth in leather items, attracted new and more youthful consumers and proved development on digital (see story). In November, the brand name coordinated with English expert soccer player Marcus Rashford MBE for this initiative to support the next generation. Together, they vowed to support

youth companies and connect the neighborhood to those who are working to produce a much better future( see story).” Digital transformation is not a simple thing, so in order to do it successfully, you should view it as a cumulative objective,” Burberry’s Mr. Aikkara stated.” It is a puzzle for the whole company.”Companies should also alter their state of minds to accept that change is a constant advancement– there is no concrete beginning and end.”